What a Couple of Smut Peddlers Taught Me about My Principals

By Amy Balfour

February 7th and 8th marked the XBiz Hollywood '07 Industry Conference, which I attended hoping to learn a little bit more about this unique industry of which I am now an unforeseen part. The event took place at the historic Roosevelt hotel, once the host to silent legends such as Mary Pickford, Douglas Fairbanks, and Charlie Chaplin. Now the hotel's gorgeous lobby seemed to rattle a bit as it adjusted to newer names such as Mike Hawk, Sunny Lane, and today's great Larry Flynt. Before I could finish patting myself on the back for my vast awareness of cinema history, I realized I was walking down Hollywood boulevard with a sign around my neck that said, "Pussy Cash. Mix business with pleasure," and I quickly checked my self-importance at the door.

During the buffet lunches, cocktail parties, and between seminars, I did my best to mingle and meet other members of the industry. This is not something I do well, and I found myself feeling incredibly grateful for the coffee and sandwiches available for shoving in my mouth during awkward moments. I did finally start to feel like I had made a breakthrough when a table I was sitting at broke into stories about how each person had first gotten involved in the industry. It was comforting to realize that almost everyone's story featured the common theme of, "I just sort of fell into it." Unfortunately, this moment of camaraderie was quickly interrupted by a phone call announcing Anna Nicole's death. The awkwardness returned to normal.

I attended two seminars during the event, a workshop about content licensing, and a class on viral marketing. Both seminars were interesting, if not a bit general, and I did enjoy watching Sunny Lane capture the attention of a room full of intelligent business men with a single giggle. Still, the parts of this event that had the greatest effect on me were the keynote speakers.

On Wednesday, Gregory Clayman from VS Media spoke followed by Jay Grdina of Club Jenna, and Thursday introduced me to Hustler's Larry Flynt. While I nodded my head in enthusiastic agreement when Gregory Clayman spoke about the importance of research, it was Jay Grdina who really grabbed my attention. Grdina discussed ways that we can better represent ourselves as an industry. He talked about separating our images as business people from the images in the content we produce. He said, "It's my business, not my lifestyle." I felt myself becoming inspired, a feeling I had not planned on and wasn't sure I was comfortable with. I started thinking about how I represent myself as a person and how that affects other's ability to relate to me. Aren't we supposed to be talking about porn?

On Thursday, I didn't know what to expect from Larry Flynt. Like most people, I had heard a lot, but knew very little. I was excited, anticipating that he'd say something scandalous, but I found him oddly charming. He was so clear about who he is. He began with, "I've always felt that if I'm going to be a bear, I should be a grizzly." He had me. He went on with total heartfelt commitment about his dedication to free speech and the importance of tolerance for those whose ideas we can tolerate least. Do I tolerate the ideas of those I don't respect? Is Larry Flynt a better person than I am? When asked if Paris Hilton is having the positive effect of introducing sexuality to mainstream media, Flynt said, "I think Paris Hilton is very dangerous for young people. I don't want to sound like a prude, but I think she's a two-bit slut." Was Larry Flynt my new hero? I ended the day by nervously shaking Larry's hand and awkwardly thanking him for the talk. As I posed for a picture with him, maintaining an unnecessarily great amount of personal distance, I noticed out of the corner of my eye how smut peddler Larry Flynt tolerated me.

Amy Balfour has been copywriting for Topco Sales since October 2006. This is her first time working in the adult industry. She also contributes monthly to the Novelty News.

Hamburgers, Hustler Toys and Bingo-What Could Be Better?

By Desiree Duffie

On January 31st, everyone's favorite Hollywood Hamburger hangout, Hamburger Mary's, was the scene for Legendary Bingo to help benefit charity. Hustler Enterprises was the host of the fun-filled evening which starred The Fabulous Belle Aire & Bingo-boy. Special guests included the "Love Goddess", Judy Tenuta, and adult film director, Jimmy Steele.

Topco Sales was there to support the event and provided Hustler Toys and other goodies for the prize bags. "It was such a good time and what a great cause to support. My only regret-I didn't win! I came close, though," commented Polita Barnes, Director of Licensing for Topco Sales.

The evening raised money for the Minority AIDS Project, a cause dear to Theresa Flynt and Hustler Enterprises.

View images from this event

Q & A with Topco Sales Licensing Director Polita Barnes

By Amy Balfour

What is licensing?
Here at Topco, we focus on what is known as trademark or brand licensing. Simply stated, our licensing relationships contractually allow us to use another entity's brand or image in association with our products for a defined period of time in a specific territory. This relationship allows the brand owner, known as the licensor, to extend its property or trademark into new market categories.

Why do companies enter into licensing agreements?
A licensor may license its property in order to extend its brand, increase brand awareness, enter new markets and collect revenue from the equity that it has built into its brand. A licensee such as Topco benefits from being able to create products that carry with them brand recognition. Licensing can drive revenue by allowing a manufacturer to relate more strongly to the increasingly brand-conscious consumer. At Topco, we feel that utilizing recognizable names and images are a great way to introduce our products to our end-users. Additionally, Topco will enter a licensing relationship with another company if we feel that it brings with it expertise in or legitimacy among a specific market segment that we'd like to enter. In either case, the main concept is that of greater access to the consumer.

Who benefits most from a licensing relationship: The Licensor or Licensee?
In a perfect licensing scenario, there is equal benefit. A licensing agreement should be viewed as a strategic partnership and a two-way street where we help one another achieve greater success. As a licensee, Topco brings a lot to the table. We have 35 years of experience in our industry, extensive manufacturing infrastructure and significant expertise in our market. If a company does not have the experience, will, or resources to enter the toy business on its own, we can help it bridge that gap and get the licensor's brand out there on the store shelves. I am pleased to say that we have been instrumental in making some of our licensed brands recognizable players in the novelty world.

What does licensing mean to retailers?
Retailers benefit tremendously from licensing! Topco's brand-licensed products allow retailers to offer their customers products with trusted, recognizable names and images. Both licensee and licensor put a lot of marketing dollars behind building brand awareness, loyalty and goodwill. By carrying these goods, retailers can reap the benefits of all these efforts.

What is the future of licensing in our industry?
I believe that brand licensing will play a pivotal role in getting our product categories into thus far untapped venues, including mainstream retailers.

On a personal level, what do you enjoy most about licensing?
It's never boring. On a given day I might meet with someone famous (or infamous!), negotiate an agreement, strategize brand positioning, review product ideas, conceptualize new packaging concepts or participate in brainstorming a marketing campaign. I am also fortunate in that I get to work in a position where I can exercise my right and left brain simultaneously. I find that utilizing both one's creativity and business acumen can very satisfying. I also get to deal with some of the premiere brands in our industry, such as Adam & Eve, Penthouse, Rascal Video and more. This means working on very exciting projects with some wonderfully talented people.

In Memory of Anna Nicole

By Desiree Duffie

The recent passing of Anna Nicole has created a frenzy for the media, garnering more coverage than the war in Iraq, global warming, and the budget deficit combined. As Fox's John Gibson and CNN's Jon Klein set their journalistic integrity aside to deliver sordid coverage of the burial, the custody battle and the paternity suit, Topco Sales would like to take a moment to remember a friend who died at the tragic age of 39.

She visited Topco Sales late in 2002 while taping the Anna Nicole Show. A fan of adult novelties, Anna was given special star treatment which included a guided tour of the manufacturing facilities and the Topco Sales showroom. Wide-eyed and enthusiastic, Anna inspected and fondled CyberSkin dongs and other select molded pieces while the cameras rolled.

"Anna was a delight while visiting Topco Sales. The adult novelty industry owes quite a bit of gratitude to this pioneering woman who featured sex toys and adult products on her mainstream television show. Her vivacious, out-going spirit shined a new light on our toys, and other manufacturer's products, in a unique and positive way. The passing of Anna Nicole is truly tragic," said Terry McGowan, General Sales Manager of Topco Sales.

Topco Sales remembers Anna with a photographic tribute of her visit.